MKW2251

Publicity and promotion

(BUS)

Mr Peter Scholem

6 points + 2-hour lecture and 1-hour tutorial per week + Berwick + First semester + Prerequisites: MKW1220 and MKW2221

Synopsis: Theory and practice of publicity and promotion as public relations tools. Through exposure to practitioner accounts and critical analysis of case studies, students will plan and coordinate effective publicity and promotion campaigns that support strategic objectives.

Assessment: Group campaign plan: 35% Individual written report (3000 words): 25% Examination (2 hours): 40%